Ecommerce decision-makers ramp up social media investment for the holidays

Key stat: Over two-thirds (69%) of US ecommerce decision-makers plan to increase investment in social media advertising this holiday season, according to Commercetools. Nearly as many (67%) will increase investment in utilizing social media platforms altogether.

Beyond the chart:

• The US retail industry will spend $25.91 billion on social network ads in 2024, a 14.2% increase YoY, per our forecast.
• We expect US holiday retail ecommerce sales to reach $266.89 billion this year, 52.7% of which will take place on mobile devices as consumers use them to shop across apps, social media, and the web.

Use this chart: Marketers and retailers can use this chart to support arguments for prioritizing ad spend across social platforms like Facebook, Instagram, and TikTok and the importance of a robust social media strategy for the holiday season.

Related EMARKETER reports:

• US Holiday Shopping 2024 (Subscription required)
• US Retail Industry Ad Spending 2024 (Subscription required)

Note: Data was provided to EMARKETER by Commercetools.

Methodology: Data is from the September 2024 Commercetools report titled "Unwrapping Success: Key Investments Driving Holiday Sales" in partnership with Savanta. 515 US ecommerce decision-makers were surveyed online during July 30-August 7, 2024. All respondents had decision-making authority over 2024 holiday ecommerce product and service strategy.